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31 May 2018

800,000 Italians to see Belfast on the ‘small screen’

Images of Northern Ireland will be beamed into the homes of around 800,000 people in Italy later this month, in an episode of a popular fashion and lifestyle show called X Style, which will air on Canale 5 (TV station). Filming took place here this week and was supported by Tourism Ireland and Tourism NI.

Viewers of X Style will be taken on a journey around Belfast, stopping at places like the MAC, Titanic Quarter, St George’s Market and the Oh Yeah Music Centre. The programme will also feature a street art tour of Belfast and an interview with the Lord Mayor of Belfast at City Hall, where he’ll describe the transformation the city has undergone in recent years.

“Tourism Ireland is delighted that X Style chose to film in Belfast. With an audience of approximately 800,000 viewers per episode, it’s a fantastic opportunity to showcase the city and some of the many things to see and do,” said Niamh Kinsella, Tourism Ireland’s Manager Italy. “Television and film are recognised as strong influencers for prospective holidaymakers and Tourism Ireland regularly works with TV and production companies in Italy and elsewhere around the world, to facilitate the making of travel and lifestyle programmes in Northern Ireland and around the island of Ireland.”
  Journalist Liana Molinari and cameraman Gianfranco Firriola, filming at The MAC in Belfast for X Style TV show.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 61,300 jobs.
  • In 2017, we welcomed approximately 2.26 million overseas visitors to Northern Ireland, delivering revenue of about £586 million.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.